The U.S. biscuits market is expected to reach USD 31.6 billion by 2025, according to a new report by Grand View Research, Inc. Product innovation and mergers & acquisitions are two major strategies undertaken by key companies in the U.S. biscuits market. These are among key factors contributing to market growth as manufacturers are reformulating their products to gain higher margins as well as meet health-orientated consumer demand. For instance, Mondelez’s belVita established a new trend in the adult breakfast biscuit market and gained the title of on-the-go packaging with nutritional credentials. Key players are consistently striving to widen their product portfolio by acquiring players of adjacent market segments. For instance, Turkey’s Yildiz surpassed US cereals maker Kellogg Co. and UK-based Burton’s Biscuits and became the market leader after acquiring United Biscuits in 2014.